and internet across the globe, the consumer’s footprint on mobile, digital, and
social platforms has increased by leaps and bounds. This evolution of
technology has led the marketers wake up to the promise of targeted ads. Almost
a decade ago, ad networks grew to broker buying and selling of ad space between
publishers and marketers. But marketers couldn’t track whether they were
getting the right ROI as they did not have a mechanism to know who was really
seeing their ads. This led in the existence of ad exchanges and real-time
bidding (RTB) platforms which helped advertisers bid for advertising space via
an auction model and deliver the ad impressions.
digital advertising network– Xapads
offers Ad agencies, trading desks; mobile ad networks the transparency and
control over ads to give an advanced user experience which leads to innovative
and trusted ad campaigns and premium ad spaces. Advertisers, agencies,
publishers and ad middlemen are buying more of their media through ad exchanges
than ever before which has led to the evolution of this medium.
Media and future goals.
Please tell us more about your organisation.
Gupta: Xapads Media
is a cross-channel programmatic ad exchange that utilises the smarter audience
targeting techniques, global reach, RTB compliance and best of breed solutions
to ensure finest results for both advertisers and agencies. We empower our
clients with expressive bid potentials in the market, full channel attribution,
brand safety and real-time reporting that demonstrates consumer’s journey from
impression to conversion. We are also into the Mobile advertising which enables
mobile publishers and app developers to acquire exclusive mobile traffic to
optimise mobile ad inventory into sales. Continuing to pioneer in the world of
digitisation, Xapads Media has proudly launched our home created and grown
Programmatic innovation ‘X-RTB’ at 2016 global business platform ‘Dmexco’,
What was your idea/inspiration behind starting up a venture?
envision is to create value and dignity of its own in the industry by offering
most exceptional services to its clients. Our experts are well versed with
latest automated techniques and new inputs to offer our clients more value for
the price. We believe in putting our entire energy in our work to keep their
satisfaction as a first priority. Xapads is made up of knowledgeable, dedicated
individual who is apt enough to tackle the challenges of ever changing digital
ad space. We are open for funding to expand our business on global scale and
ready for useful partnerships to tailor successful services.
What business opportunities do you see in India particularly in your sector?
programmatic buying industry is at a very nascent stage in India and has not
picked up the way it should have been. Marketers and agencies are still taking
time to understand the benefit of such platforms as compared to the traditional
way. India’s growing internet population would seem to make it a prime market
for RTB and programmatic buying and in the next five years the advertising
industry would defiantly see a tremendous inclination towards this.
How has been your entrepreneurship journey so far?
Gupta: The journey so
far has been incredible. I have started my entrepreneurial journey with Xaprio
Solutions way back in 2005 which was more into software development and mobile
application development. Later on, digital advertising has evolved rapidly and
we sensed huge opportunities in it and then decided to jump in this industry
with Xapads Media in 2012. There were quite a few barriers to entry like a
business model, start-up costs but we executed properly thanks to our expertise
and bootstrapped approach. This financial year we have generated the revenue of
75CR & next year our target is to reach 120CR. So far the journey has been
great and we hope to go miles ahead in coming years.
What challenges do you face in your day to day professional life, if any?
success can be real painful in digital advertising thanks to the risk of ad
fraud, dependency on people driven approach, data-drove marketing and
technology lagging. It is really vital for us to overcome these hurdles before
creating any strategy. Another challenge is to educate the clients/media buyers
on pros of programmatic approach in terms of automation, effectiveness and ROI.
|Nitin Gupta, CEO, Xapads Media|
How big is your team? Are you planning to hire more?
Gupta: We have 60
members in our group as of now working in Delhi and Mumbai. The separation of
the group incorporates 12 individuals to deal with Sales & marketing, 7 in
client servicing, and others in technology, delivery and content marketing. Yes
unquestionably as we want to have our new workplaces soon we will definitely
hire more individuals in our group to expand our team.
What are your future plans?
Gupta: We currently
have offices in India, Mumbai, Germany and are looking to set up more in the
coming future in San Francisco, New York & Singapore to target towards
sales in the International market and to keep ourself updated with the current